‘Immersive’ windows at The Bay a first for Canada

Consumers passing by the downtown Toronto store are triggering action and sounds on six giant ads.

Calling it the first such ‘immersive media solution’ to hit Canada, the Hudson Bay is startling passersby with some unusual scenes and sounds at its flagship store in downtown Toronto.

Invisible from outside, cameras inside the store’s two main windows at the corner of Yonge and Queen Streets are trained on the street. As people pass by the windows, the motion triggers the projection of a series of 10′ x 7′ ads – including appropriate sounds – that interact with their body movements in real time.

The first six interactive ads, which completely fill the giant windows (between 8-2 a.m.), were installed in mid-February. They feature HBC Reward Points, HBC Credit Card, Beauty at the Bay and the Heart & Stroke Foundation’s National Gift Registry.

The ‘ScreenXtreme’ technology is being supplied by Mississauga, Ont.-based Intouch Media Group, a leading integrator of interactive gesture-based systems. One element of The Bay’s innovative display may be viewed on YouTube at: http://www.youtube.com/watch?v=nOvQ8kqV6D8

‘It’s very attention-getting,’ InTouch Media’s sales and marketing director David Leetham tells MiC. ‘Thousands of people are passing by these windows every day, and they can’t resist interacting with the display when they see themselves immersed and in control of the message.’